Saudi PIF unveiled brand identity of new Qiddiya mega entertainment project

RIYADH: The logo for Saudi Arabia’s biggest cultural, sports and entertainment city — the Qiddiya project — has been unveiled by the Public Investment Fund.
The vast development, located 40km from Riyadh city center, will include a wide range of entertainment facilities. Work is due to start in 2018 and the doors are expected to open to the public in 2022.The logo was described as innovative and attractive and was designed to reflect the unique geography of the area in which the project will be built. It consists of the area’s name and location and was inspired by the famous Tuwaiq mountains of the Qiddiya area. 
The lines in the logo represent the Saudi people’s potential, and its bright colors depict their capacities and varied hobbies, according to the PIF. The logo aims to represent the project’s main objective, which is to provide an extraordinary entertainment destination for Saudi people, where they can meet and express themselves in different fields.
The project’s identity is a reflection of Qiddiya’s heritage and the area’s beauty, which is set to become a prominent landmark and an important center for meeting future generations’ recreational, cultural and social needs.
The Qiddiya project is among the most significant investment initiatives in support of the Kingdom’s Vision 2030, which aims to diversify the economy and create more job opportunities for Saudi citizens. 
Qiddiya city will allow visitors to enjoy entertainment and educational facilities divided into six main groups: amusement parks, sports tracks, car and bike racing areas, snow and water parks, natural scenery, and cultural initiatives.